Social Marketing - International Student Edition 6/e

1. Defining and Distinguishing Social Marketing Marketing Highlight: Reducing Deaths from Drug Overdoses What is Social Marketing? Where Did the Concept Originate? How Does it Differ from Commercial Marketing? How Does it Differ from Other Disciplines? What Is Its Value Proposition? Who Does Social Marketing? What Social Issues Can Benefit? Other Ways to Impact Social Issues Social Marketing Upstream and Midstream Chapter Summary 2. 10 Step Strategic Planning Model Marketing Highlight: WaterSense-An EPA Partnership Program Marketing Planning: Process and Influences A 10 Step Plan Why is Systematic Planning Important? What Are Similar Planning Models? Where Does Research Fit In? Chapter Summary Marketing Dialogue: The 4Ps: Aren't There More? 3. Research Options Marketing Highlight: Increasing Utilization of Sexual and Reproductive Services among Young Girls in Uganda Major Research Terminology Steps in Developing a Research Plan Research "That Won't Break the Bank" Chapter Summary 4. Behavior Change Theories, Models, Frameworks Marketing Highlight: Increasing Behavior Change Rates Using Triggers Informing Audience Segmentation and Selection Informing Behavior Selection and Goals Deepening Understanding of Audience Barriers, Benefits, Motivators, Competition, Influential Others Inspiring Development of Marketing Intervention Mix Strategies Themes from All Chapter Summary Research Highlight: Reducing Obesity in Indonesia 5. Steps 1 & 2 Social Issue, Purpose, Focus, Situation Analysis Marketing Highlight: Reducing Global Communicable Disease: Zika in Puerto Rico Step 1: Describe Social Issue, Background, Purpose, Focus Step 2: Conduct Situation Analysis, Review Prior Efforts Exploratory Research in Steps 1 and 2 Ethical Considerations When Choosing Focus Chapter Summary Research Highlight: Increasing Healthy Food Choices in Military Dining Halls Observation Research 6. Step 3: Selecting Priority Audiences Marketing Highlight: Influencing Local TV Weathercasters Step 3: Select Priority Audiences Steps in Selecting Priority Audiences Variables Used to Segment Markets Criteria for Evaluating Segments How Priority Audiences are Selected What Approaches Should Be Chosen? Ethical Considerations Selecting Priority Audiences Chapter Summary Research Highlight: Decreasing Underage Drinking: Mystery Shoppers to Evaluate Interventions 7. Behavior Objectives and Target Goals Marketing Highlight: Decreasing "Boating Under the Influence (BUIs)" Step 4: Set Behavior Objectives and Goals Behavior Objectives Knowledge and Belief Objectives Target Goals Objectives and Goals are Drafts Objectives and Goals Used for Campaign Evaluation Ethical Considerations Setting Objectives and Goals Chapter Summary 8. Step 5: Audience Insights Marketing Highlight: Reducing Food Waste in Australia Step 5: Identify Audience Insights What You Need to Know about Priority Audience How to Learn More about Priority Audience How Insights Help Develop Strategy Potential Revisions Ethical Considerations When Researching Priority Audience Chapter Summary Research Highlight: Reducing Cardiac Death Risks among Firefighters 9. Crafting a Desired Positioning Marketing Highlight: Increasing Engagement of Fathers Positioning Defined Step 6: Develop Positioning Statement Behavior-Focused Positioning Barriers-Focused Positioning Benefits-Focused Positioning Competition-Focused Positioning Repositioning How Positioning Relates to Branding Ethical Considerations Developing Positioning Statement Chapter Summary Research Highlight: Addressing the Opioid Crisis 10. Product: Creating a Product Platform Marketing Highlight: Increasing Pet Adoption Product: The First "P" Step 7: Develop Product Platform Design Thinking Branding Ethical Considerations for Product Platform Chapter Summary Research Highlight: Reducing Anemia in Cambodia 11. Price: Determining Incentives and Disincentives Marketing Highlight: Decreasing Dog Attacks in Australia Price: The Second "P" Step 7: Determine Incentives and Disincentives More on Commitments and Pledges Setting Prices: Tangible Goods and Services Ethical Considerations for Pricing Strategies Chapter Summary Research Highlight: Increasing the Habit of Handwashing in India 12. Place: Making Access Convenient and Pleasant Marketing Highlight: Four Innovative Uses of Place Tool Place: The Third "P" Step 7: Develop Place Strategy Social Franchising Ethical Considerations When Selecting Distribution Channels Chapter Summary Research Highlight: Reducing Opioid Overdose Deaths 13. Promotion: Deciding on Messages, Messengers, and Creative Strategies Marketing Highlight: Increasing Gun Control Legislation Promotion: The Fourth "P" Step 7: Develop Promotion Strategy A Word about Creative Briefs Message Strategy Messenger Strategy Creative Strategy Pretesting Ethical Considerations: Messages, Messengers, Creative Strategies Chapter Summary Research Highlight: Testing HPV-Related Messages with Pediatricians 14. Promotion: Selecting Communication Channels Marketing Highlight: Preventable Injuries in Canada Promotion: Selecting Communication Channels Traditional Communication Channels The New Communication Channels Product Integration Factors Guiding Communication Channel Decisions Ethical Considerations When Selecting Communication Channels Chapter Summary Research Highlight: Using Social Media to Decrease Adolescent Substance Abuse 15. Monitoring and Evaluation Marketing Highlight: Truth Initiative Step 8: Develop a Plan for Evaluation Why Are You Conducting this Measurement? What Will You Measure? How Will You Measure? When Will You Measure? How Much Will It Cost? Ethical Considerations in Evaluation Planning Chapter Summary Research Highlight: InMotion: Every Trip Counts 16. Budget and Funding Plans Marketing Highlight: Increasing Funding through Corporate Social Marketing Step 9: Budgets and Funding Sources Determining Budgets Justifying the Budget Finding Sources for Additional Funding Appealing to Funders Revising Your Plan Ethical Considerations when Establishing Funding Chapter Summary Research Highlight: Informing Budget and Funding with Literature Review 17. Implementation and Sustaining Behaviors Plans Marketing Highlight: How Can Social Marketing Reduce Homelessness? Step 10: Complete an Implementation Plan Phasing Sustainability Anticipating Forces against Change Sharing and Selling Your Plan Ethical Considerations Implementing Plans Chapter Summary Research Highlight: Increasing High School Graduation Rates from 55% to 86%